WSS Día de Muertos 2025

WSS — one of the largest Latino-focused footwear retailers in the United States — celebrates Día de Muertos not as a marketing moment, but as a genuine cultural observance. On October 30, 2025, WSS brought Captured Celebrations in to add a photo experience that matched the occasion: vibrant, authentic, and built to honor the tradition rather than flatten it.

Captured Celebrations is a Latino-owned, bilingual photo booth company based in Los Angeles — founded by Liz Colón, a Latina operator who has built a business on cultural authenticity. When WSS needed a Día de Muertos activation that would actually resonate with their team and community, they called a company that understands the culture from the inside.

The brief: create a photo experience that felt like Día de Muertos — not like a generic Halloween booth with an orange pumpkin overlay. That meant a custom template designed from scratch, an aesthetic rooted in the actual visual language of the holiday, and a setup that would make WSS employees and guests feel celebrated, not processed.

70 captures across three formats. 84 digital shares — 82 of them texted directly to attendees. 300 gallery views across mobile and desktop. The numbers reflect an activation that connected: people didn’t just take a photo, they shared it, and others followed up to look.

The 300 gallery views against 70 captures means the gallery was viewed an average of 4.3 times per session — attendees were revisiting, sharing the gallery link, and showing their photos to people who weren’t at the event. That kind of multiplier is the difference between a photo booth as a fun activity and a photo booth as a marketing asset.

For WSS, the activation reinforced something the company already knows: their employees and community respond to authenticity. A generic Halloween overlay wouldn’t have generated this engagement. A custom, culturally grounded Día de Muertos design — built by a Latina-owned company that understands the holiday from the inside — delivered results that matched the occasion.

This was WSS’s second activation with Captured Celebrations. They came back for a reason.

Generic corporate photo booth templates — white border, company logo, date — produce photos that feel like badges, not memories. People keep them for a day and forget about them. Culturally specific, beautifully designed templates produce photos that look like art. People keep those. They share them. They post them.

At the WSS Día de Muertos activation, the template was designed to honor a tradition, not check a box. The marigold borders, the papel picado-inspired flowers, the gold lettering — these weren’t decoration. They were a statement that WSS takes cultural celebration seriously. Employees felt that. It showed in the 300 gallery views.

For Los Angeles corporations with diverse, predominantly Latino workforces, photo booth activations are an opportunity to demonstrate cultural investment. Captured Celebrations brings that perspective natively — we are not consultants learning the culture. We are the culture.